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Modification of the hotel product based on segments of customers
 Mazalovská, Markéta ; Mlejnková, Lena (advisor) ; Zábranská, Hana (referee)
The thesis focuses on the product modification in a wine hotel. Its aim is to suggest recommendations leading to greater consumer satisfaction and higher profitability of the hotel. The theoretical part explains the specifics of hotel services and their marketing. It also characterizes the wine tourism, as well as wine consumers and wine tourists as potential customers of the hotel. The practical part is oriented on the wine hotel Merlot in Prague. The main part of the thesis includes own survey of consumer behaviour conducted in the hotel. The competition analysis, SWOT analysis and analysis of meeting the requirements for official classification are presented as well.
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